Hyperconnected, ultra-in-demand and volatile: today's user expects brands to offer a personalised experience, combining recognition, relevance, proactivity and special attention. Impatient and ever more demanding, the user no longer lingers on sites that don't recognise them, especially if they are a customer! The user considers it normal that brands which collect an increasing amount of data on them offer a unique experience.
This creates new challenges at a time when good ergonomics and the optimisation of the conversion rate are no longer sufficient to keep one's customers. The personalisation of the customer experience is nowadays unavoidable. In fact it is so unavoidable that it was cited as the main competitive advantage of 2017 by 89% of marketers according to the Gartner 2016 study.
Between the recognition of the challenge and the actual personalisation process, there is nonetheless a step to be made. But don't worry, you just have to be a bit methodical and know where to start...
Before embarking on nailing down the optimal customer experience, we must ask ourselves some fundamental questions:
Who are my customers?
What distinguishes them?
How can I segment them?
We are all different from one another – this includes your customers. It is therefore essential to ask yourself these questions before embarking on the creation of personalised processes. Taking time for reflection and analysis upstream is not superfluous. This will allow you to adapt to the expectations of your various customers so as to avoid having to discard your previous experiences. Defining customer segments is an essential step to then implementing automatic marketing scenarios and a personalised experience.
Imagine a customer entering a shop. The seller will immediately get an idea of the customer's typology, taking into account their sex, age, attitude, dress style, and so on. You must be able to do the same on your site, or in fact even more – given the multitude of sources of information you have.
The source of the customer, their history, navigation on the site, location, device they use: this is all data that you can take into account to personalise the experience.
It is important to map out the data sources you have, in order to know which ones can be used to customise the experience of your various segments and which ones you are missing (and need to look for).
Customising the customer experience is not an objective, it is an ongoing process.
It is necessary to test the performance of your processes, so as to find out if a given scenario is in line with the expectations of the associated customer segment. Like you and me, customers evolve too. One day they like blue, the next they prefer red. This is somewhat of a caricature, but the idea is valid.
Continuously learning with regard to personalising the customer experience is essential. You’ll have to test, measure and adjust your processes in an iterative manner, and above all, not be afraid to start all over again!